Video and personalization are terms at the top of the marketing best practices list. According to data from Digital Sherpa, videos increase customers’ understanding of your product by 74 percent. Additionally, 52 percent of digital marketers believe personalization is critical to marketing strategy, as cited by Econsultancy. So, what happens when you put them together? You get personalized video, a way to supercharge your marketing and sales efforts.
Here are some video facts to think about:
- 75 percent of executives visit business-related sites to view work-related videos weekly
- 65 percent of executives that viewed a video visited the vendor’s website afterward
- Tellingly, 76 percent of B2B marketers plan to use video in 2015
Now, with personalization:
- On average, personalized emails improve conversion rates by 10 percent and click-thru rates by 14 percent
- Companies that use personalization consistently in their marketing see an average 19 percent boost in sales
- Businesses that personalized Web experiences see a 19 percent increase in sales
Clearly, smart marketers realize that video and personalization are an effective means of reaching a target audience. Personalization gets the reader’s attention and allows you to target your messaging. Video maintains this attention and helps you convey your message even more effectively. Together, personalization and video are a dynamic duo.
The Best of Both Worlds
Imagine you gained a list of new contacts from a trade show, all of whom expressed interest in your company. You need an effective way to connect with these people, but that can be incredibly difficult. Enterprise decision makers receive a huge number of number of email messages a day. According to a study from The Radicati Group, 196.3 billion emails were sent each day in 2014. The average business user sends and receives 121 emails each day, a number that is expected to grow to 140 by 2018. That’s an awful lot of inbox traffic. What can you do to make your company stand out? You want to connect in a way that speaks directly to prospects’ needs. This is where personalized video really comes in handy. Remember, these are “warm” leads open to hearing from you; you just need to grab their attention.
In your initial outreach, rather than sending a static email, send a personalized video. Marketing teams can create a video template and insert data from a CRM or marketing automation platform to target individual prospects. You can use the individual’s name and title to add a personal touch and even a specific offer. And you can use market segment information such as industry, geography and company size to address specific details to target messaging about your value proposition.
Personalized Video Increases Engagement
We know it works because we’ve tried it. Vidyard used Switch Video for a holiday email campaign and increased its click-thru rates by more than 200 percent. In a separate case study, we found that personalized video email increased CTR by 272 percent.
These are huge increases in conversions at various points in the funnel, all thanks to the dynamic duo of personalization and video. When you’re trying to connect with a prospect, you need all the help you can get. Get your prospects’ attention and make sure that you keep it with personalized video.
To learn more about how Switch Video combines the power of personalization with video, take a look at the infographic we’ve put together below: